DAY. 57 Cecilia Lodi

Director at Lodi Consultancy and Professor.

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English:

Cecilia Lodi has a degree in Business Administration from PUC-SP, with specialization courses in Services Marketing and Franchising. She has a Post-Graduation degree in Business Management and a Master’s degree in International Cooperation from the University San Marcos and the University of Salamanca – Spain. She has been working for more than 20 years in succession planning, corporate governance, adequacy of family business to the best command practices, restructuring of companies, developing projects of Professional, Personal and Organizational Development. Cecilia is a professor of Leadership and Decision Making of the IBGC-Brazil’s Corporate Governance Institute and an associate professor of Dom Cabral Foundation.

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What is your impression about a brand called Brazil?

Since the oldest movies, Brazil was the country to which the lucky bandits fled. The country where there would be no prison.

Many years have passed and this idea was slightly modified. The condition of its impunity was to have a good bank account.

Aided by the Brazilian media that insists on promoting fear as a weapon of spectacle and market opening (security sale, armored, grids, firearms), Brazil was recognized as the country where the Other is not worth anything.

The old solidarity of the Brazilian people was gradually changing to distrust and fear. The Brazilian has become individualistic.

The “Brazil brand” is still the “jeitinho” (the Brazilian particular way of living, of doing things), of the contravention, the trickster, the corrupt. The “Brazil brand” is not linked to the laws, to organization, to the respect and to the improvement of citizens living conditions.

Despite the country invest a lot in a disclosure of the country of beauty and wealth, the mask does not remain in the first trials to establish business. Only the entrepreneurs who submit to the “schema” remain.

Unfortunately, we are unable to discover the real Brazil because our sources of information are addicted or undermined by interests. What get to us is the Brazil that kills, the Brazil that steals, the Brazil that corrupts and the Brazil where everything is allowed if you have the right connections.

I travel to so many “Brazils”… I meet the slow Brazil, that fits everything, which accepts its condition or that just doesn’t realize due to habit or formation. The Brazil that returns the “half-assed” in exchange for the nothing that it receives. The ignorant, simple Brazil, that is enchanted to the signal of a small illusion.